The virtue-value spectrum: Managing ethical and pragmatic tensions in virtual reality retail for consumer wellbeing

Virtual reality (VR) retail is transforming consumer experiences, offering personalization while raising ethical and privacy concerns. This study examines how consumers navigate these tensions and their effects on wellbeing. Using Virtue Ethics and integrating psychological dissonance and privacy cynicism theories, we uncover two perspectives: (i) an ethical view centered on moral responsibility and data integrity, and (ii) a pragmatic view emphasizing convenience and experiential value. Study 1 involves 32 interviews with Generation Z VR users in the UK, while Study 2 analyzes Trustpilot reviews and over 35,000 Instagram comments from four global retailers. We propose two models: the virtue–value spectrum, illustrating how consumers balance moral ideals with practical benefits, and the dissonance–cynicism paradox, highlighting the psychological conflict when ethical values clash with data practices in VR. These models expand Virtue Ethics in digital retail, providing insights to foster ethical engagement, rebuild trust, and enhance wellbeing in immersive retail environments.